Alpha Aesthetics
From birth plans to baby clothes—welcome to my mental browser with 47 tabs open.
This one’s for all the moms who swore they’d just do organic everything, then found themselves refreshing Zara Kids at midnight, debating whether their toddler needs a mini quilted bomber. (They don’t. But also…they do?)
We’ve entered the Alpha Aesthetics era, where kids are out-dressing, out-eating, and out-decorating us. From Doen Minis and Graza x Little Spoon to Erewhon-approved kids’ meals—childhood is looking a lot more curated.
Let’s get into it.
Dressing the Part
Washable cashmere, toddler-sized quilted bombers, and limited-edition ski capsules aren’t just happening, they’re selling out. Here’s where:
Moms Know Best: KokoMomo + Milk Teeth saw the gap—playful and design-forward, because kids' clothes were either cartoon-covered or beige. Now parents (and investors) want in.
Everything Old is New Again: Maison Pimpim and Broken Telephone are two brands bringing vintage-inspired pieces to kids' fashion—because toddlers need their Bode moment too.
Mini Me Everything: Cult-favorite brands like Doen, Babba, and Rudy Jude are shrinking down their bestsellers—because if you own a Doen dress or some utility jeans, your kid also needs.
The Kids Menu but Make it Farm to Table
Kids' food has entered its wellness era—from kid kombucha and hydration packets to $24 quinoa bowls, the Solid Starts generation is being raised on organic, functional, and Michelin-adjacent meals.
From Mac and Cheese to Marscapone Potato Agnolotti: Kids' meals are getting the fine-dining treatment—$20 chicken tenders at Erewhon, Graza-drizzled baby food from Little Spoon, and a seven-course tasting menu at Per Se for the Oysters and Pearls crowd.
Out of the Flintstones Era: Meet Adaptogens for toddlers—Grüns’ greens gummies for smoothie-averse toddlers, Beam’s all-in-one superpowder, and Hiya’s daily greens packed with 55 whole-food ingredients—slightly more nutritious than cheddar bunnies.
Snacks That Make Goldfish Look Vintage: Kid snacks are getting a glow-up—Sunnie reinvents Lunchables with cassava-flaxseed crackers, Peaceful Fruits ditches Red Dye for real fruit-by-the-foot, and Chubby Snacks gives Uncrustables a clean-label makeover.
Playrooms That Are More Curated Than Your Living Room
Gone are the plastic race car beds—kids' spaces are now just as design-y as the rest of the house.
Scandi, But Make It Kid-Sized: Minimalist, modular, and actually nice to look at—ecoBirdy’s recycled plastic furniture, Ferm Living Kids’ soft palettes and zero visual chaos, and Cassarokids’ Montessori-meets-boho climbers and HAY’s play couches are redefining kids' spaces. I’d totally stash my kids’ Legos here.
Parents as Collaborators: Design-minded parents are reshaping kids' spaces—Eva Chen x West Elm Kids’ curved bookcases and Jeremiah Brent’s heirloom-inspired Crate & Kids collection prove that “kid-friendly” doesn’t have to mean plastic and primary colors.
Momstincts: Where This Is All Headed
Kids-Only Restaurants: If Per Se is rolling out a fine dining experience for 9-year-olds, how long until we get toddler tasting menus? Expect high-design play cafés, Michelin-starred kids’ pop-ups, and a “Little Nobu” before 2030.
Kid-Coded Skincare: With Gen Alpha influencing $5.5 trillion in spending, brands are pivoting younger. Expect more Bubble-y serums, first-time moisturizers, and SPF sticks—all packaged for Sephora’s next gen.
Luxury Mini Capsules: Zara’s limited-edition kids' ski collection was just the beginning. Think designer tennis gear and kid-sized après-ski looks—because exclusivity starts early.
The Next Wave of Kid-Only Retail: With brands like Milk Teeth securing investment, expect more boutique kids’ concept stores and high-design play cafés doubling as retail spaces. TBD on valet for Lamborghini strollers?
Thanks for hanging out :) see you next Friday.